Mattel plans to build upon the Bratz fashion doll brand if it acquires the property at the end of its lengthy legal battle with MGA Entertainment.

"If we were to gain control of the brand, we certainly intend to rebuild it," said Mattel's chief executive officer Robert Eckert via telephone, while participating in last week's Reuters Global Retail Summit. "We do see the opportunity."

Eckert could not confirm further details as the case remains unresolved.

On Wednesday, the Ninth U.S. Circuit Court of Appeals denied MGA's motion to stop the transfer of its Bratz fashion doll franchise to Mattel.

The court said MGA "had not met the prevailing standard to show a substantial likelihood of ultimate success on merits."

MGA filed the appeal last month, asking that they not be ordered to stop selling the doll brand at the end of the year. U.S. District Judge Stephen Larson had ordered MGA to transfer the Bratz trademark, related products, designs, customer information and plans for the 2010 line to Mattel.

Last August, MGA's founder and chief executive officer Isaac Larian and the company's Hong Kong subsidiary were found liable for copyright infringement of the Bratz doll line.